Teens are living, breathing and sharing emotions like no other moment in history. The insights that we learn from them are reflected through branding: It’s branding based on emotions.
Moodswing is the award winnning MTV last global rebrand and content platform.
Watch the case study:
We connected short form content, idents, editorial posts and brand key elements by creating a colorful palette of emotions. Just as teens experience different moods during the day, in Mood Swing our logo might be excited (orange), a background might be sad (blue) and typographies afraid (dark).
Every single asset has a range of emotions expressed by a specific color and behavior.
Idents:
Some idents were based on story telling and others were useful as communicational tools for the brand content, giving creatives teams around the world a wide range of assets that can be used to solve any of their communication needs. From a TV show promotion, to a band broke-up announcement, this modular rebrand allows them to do it in a cool and empathic way.
Logos:
The MTV logo stands as one of the most recognized in the world, yet, during this rebrand, it remained a somewhat inflexible asset. Therefore, we made the decision to breathe life into it and tailor it to various moods.
This way, each promotional piece concludes with a logo that resonates emotionally with the featured content. For instance, when promoting a lively music show, the promo concludes with an energetic logo. On the other hand, if highlighting a somber episode of a series, the final logo adopts a more subdued mood.
🥇 ACCOLADES
CLIO 2019: Gold Winner – Television/Streaming: Brand Identity
CREDITS
MTV WCS
VP Creative: Sean Saylor – Brand Creative Director: Maxi Borrego – Operations & Production Director: Delfina Chiesa – Creative Lead: Fran Casais – Design Lead: Charlx Alemañy – Creative Team: Carlos Mendez, Sol Astolfi – Designers: Nacho Varone, Mili Fiuza – Producer: Camila Gonzalez Navedo
VP Creative: Sean Saylor – Brand Creative Director: Maxi Borrego – Operations & Production Director: Delfina Chiesa – Creative Lead: Fran Casais – Design Lead: Charlx Alemañy – Creative Team: Carlos Mendez, Sol Astolfi – Designers: Nacho Varone, Mili Fiuza – Producer: Camila Gonzalez Navedo
LIVE ACTION
Production Company: Pandora – Director: Leo Adeff – Executive Producer: Merlí Freixas – Producer: Adría Pautiví
Production Company: Pandora – Director: Leo Adeff – Executive Producer: Merlí Freixas – Producer: Adría Pautiví
GFX
Builders Club – Device – Randy Cano – Antoni Tudisco – DIA Studio – Fede Maksimiuk
Builders Club – Device – Randy Cano – Antoni Tudisco – DIA Studio – Fede Maksimiuk
SOUND
Father Co.
Father Co.
